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The CENTREX Experience. Reliable exhibition statistics (auditing) Measuring (and merits of) values Certification and publishing of data. B asic reasons. N eeded sales points N eeded to show we excel We are better, our data are transparent, clear, comparable - PowerPoint PPT Presentation
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Károly NAGY Bologna, July 3, 2002 1
The CENTREX Experience
Reliable exhibition statistics (auditing)Measuring (and merits of) valuesCertification and publishing of data
Károly NAGY Bologna, July 3, 2002 2
Basic reasons
• Needed sales points
• Needed to show we excel
• We are better, our data are transparent, clear, comparable
• THEY CONSTITUTE CERTIFIED VALUES
Károly NAGY Bologna, July 3, 2002 3
Data are important
• To measure / present market values
(like other media)
• To show what the investment brings out of the expenditure
Károly NAGY Bologna, July 3, 2002 4
The Values
• Number of (paying) Exhibitors
• (paid up) Size of the Show
• Number of Visitors
• Quality of the Show • Visitors• Exhibitors
Károly NAGY Bologna, July 3, 2002 5
How to Prove
• Outside – third party – assurances
• Auditing by internationally recognised firm
• not the regular financial auditor
Károly NAGY Bologna, July 3, 2002 6
What to doin-house
• Train own staff
• Make them understand why is it important
• Establish suitable incoming documents
• Establish suitable own EDP solutions
Károly NAGY Bologna, July 3, 2002 7
What to do ex-house
• Educate exhibitors to understand criteria
• Properly fill in suitable application forms
• A long process
• You might not be arrogant, pushy
Károly NAGY Bologna, July 3, 2002 8
Assurance for auditing company
• Application form is suitable for easy processing
• EDP is suitable for the purpose and unintrusable
• Output EDP provides for their auditing
• To know what we intend to use (in marketing communication, positioning)
Károly NAGY Bologna, July 3, 2002 9
Do not forget!
• These documents are of financial character
• It is best done by professional financial auditing company
• However, not a usual financial controlling
• It is needed only for generating transparent, creditworthy marketing arguments, sales points!
Károly NAGY Bologna, July 3, 2002 10
The CENTREX Story
• Similar situation, similar challenges
• Joint answer to an urgent need
• Trust and experience
• Taking what was available elsewhere
Károly NAGY Bologna, July 3, 2002 11
CENTREX use of audited statistics
• Use in all our marketing communication: brochures, comparisons, press work, aggregate statistics
• Publicise in the countries and internationally
• Brochures help unfamiliar company make right decisions (about a first participation)
• Guidance for foreign trade associations, chambers (to recommend right shows to members)
Károly NAGY Bologna, July 3, 2002 12
Qualification and Certification
• Statistics and research
• Qualification starts with tested uniform categories, understanding
• Certifiable and certified
• Publicity of certification
Károly NAGY Bologna, July 3, 2002 13
Quality data on exhibitions
• Research among exhibitors– part available before the show - certifiable– subjective opinions during/after show
• Research among visitors – Sample vs. registration– smaller investments - higher optimism
Károly NAGY Bologna, July 3, 2002 14
CENTREX geographics
Károly NAGY Bologna, July 3, 2002 15
Thank you for attention
• We are available at:
CENTREX International Exhibition Statistics UnionBUDAPEST EXPO tér 1.Phone/fax: +36-1-2636368E-mail: [email protected] visit: www.centrexstat.org